Analyzing the "FOMO" (Fear of Missing out) Strategy: How Limited-time Offers Drive Impulse Buying in E-Commerce

Abstract

The expansion of e-commerce has fundamentally reshaped consumer decision-making by integrating technology with persuasive marketing practices. Among these practices, the Fear of Missing out (FOMO) strategy has gained prominence as a psychological tool used to stimulate rapid, often unplanned purchasing decisions. This study examines how digital cues, such as limited-time offers, scarcity cues, and urgency messages, evoke FOMO and encourage impulse buying in online shopping environments. Drawing on established consumer behavior theories, including Regret Aversion, Scarcity Theory, and Dual-Process Theory, this study explains the mechanisms through which FOMO influences emotions and purchasing actions. Key findings indicate that FOMO-driven marketing influences impulse buying by shortening evaluation time, reducing cognitive effort, and increasing emotional arousal. However, the research also highlights significant ethical concerns, such as the use of “Dark Patterns” and the negative impact on consumer financial stability and mental health. This study offers a comprehensive conceptual understanding suitable for academic research and practical marketing decision-making, emphasizing the need for authentic scarcity and transparent communication to maintain long-term consumer trust.